Tue_Feb_12_07:00:07_PST_2019

67 Include a Call to Action Many beautiful websites have no call to action. It is a great idea to guide the user. Some people use flashing text, excessive red coloring or highlighting, or other over-the-top techniques that distract the user away from what you want them to do. Sales pages may want to play off of the emotions certain colors bring out, but with informational or general product pages, the focus should be on ease of use. I recommend avoiding using random misplaced bright colors on most web pages; instead, make it obvious what action you want the user to take. The one exceptionally large blue button on the page… The one that is centered inline in the content area…that's it, that's what I want you to do. Users should be able to do the action you want them to without even thinking! Both The Big Red Fez by Seth Godin and Don't Make Me Think by Steve Krug are books largely devoted to this simple concept. Page Layout Error Even if you keep the sales copy exactly the same, trying a slightly different page layout can result in a tremendous increase in profitability. For example, when I first started the SEO Book site, I only promoted this e-book off to the side. I switched to promoting this e-book on every page right below the page content posts and overnight the sales more than tripled. Another good example of how page layout can really make a difference in a web campaign is Howard Dean's presidential campaign. During Howard Dean's 2004 presidential campaign, they used their blog to cast a vote on whether or not their campaign should accept matching funds. After people voted, they were sent to a ramthoughtsing page. The first day saw 100,000 voters and raised $248,000. They looked at the vote return ramthoughtsing page and noticed that the donate button was at the bottom of the page. They moved it to the top of the page. On the second day, another 100,000 people voted, but they raised $4,500,000. Make it Flow Small sentences and paragraphs with common words make writing flow easily. In addition, you can make the text easy on the eyes by setting a line height (the area of a line of text and the space above or below it) to at least 120% of the text height, and by using the maximum contrast between your text and background. Since you have no sales person on your site, the text is the sales person. It needs to answer questions and arouse appeal toward your products.